Reputation Marketing for Local Businesses

  • Published on
    17-Jul-2015

  • View
    79

  • Download
    0

Embed Size (px)

Transcript

<ul><li><p>Reputation MarketingFor Local Businesses</p><p>What Is It? Why Every Business Needs It Now!Presented by Rebekah RichardsJucebox Local Marketing Partners</p></li><li><p>It takes many good deeds to build a good reputation, and only one bad one to lose it~ Benjamin Franklin</p></li><li><p>ReputationReachResellReferralIts our experience that there are 4 marketing Rs that every local business should plan for</p></li><li><p>How do people Find Your Business?</p></li><li><p>Yellow Page usage among people ... below 50, will drop to zero, near zero, in the next five years.~ Bill GatesMay 2007</p></li><li><p>What are consumers using today? and over 1500 others!</p></li><li><p>Heres a sampling of online keyword searches on Google</p></li><li><p>Keyword Searches (SEO)12Reputation and Referral SearchBut, there are two types of online searches</p></li><li><p>Whats one of the first things consumers do when referred to you or they first find out about you?Winning the Zero Moment of Truth - ZMOTJim Lecinski, Google</p></li><li><p>Let me ask you a question:</p><p>Have You Ever Checked Out Reviews Of A RestaurantBefore Going Out To Dinner?</p></li><li><p>A Tale of Two Restaurants</p><p>One Has 50 Generally Positive ReviewsOne Has Only 20 Reviews, including 10 Really Bad Reviews</p><p>Where would you eat at?</p></li><li><p>Could this happen to you?</p></li><li><p>How about this?</p></li><li><p> Why Reputation Marketing Is Vital To Every Business 73% of consumers look up an average of 10 reviews before making a purchasing decision ~ BrightLocal.com</p></li><li><p>A difference of one star in average rating led to difference in revenues of 5 to 9 percent.-2011 Harvard Business Review Study</p></li><li><p>4 out of 5 consumers have changed their minds about a recommended product or service based solely on negative information they found online- Cone Study, 2011 </p></li><li><p>Negative reviews can hang an albatross around your neck if they appear prominently in search results. - NYTimes.com</p></li><li><p>We know you work hard every day in your businessYour Reputation is your #1 Asset!What are you doing to protect it?</p></li><li><p>Your Business Is Naked OnlineWhen It Comes To Your ReputationIn todays reputation economy, there is nowhere to hide!For example, lets take a look at these restaurants</p></li><li><p>If youre paying money for Advertising And You Have A Poor Online ReputationYou Are Throwing MoneyDown The Drain!</p></li><li><p>The psychology of reviews and why consumers love them 312Peace of MindSaves MoneySaves TimeHaving a positive online reputation confirms that you are the clear choice!</p></li><li><p>What Is Reputation Marketing?Building and Promoting A Strong Online Reputation In Order To Stand Out Above Your Competitors9 out of 10 consumers trust earned media such as referrals and reviews- Nielsen Study 2012</p></li><li><p>Benefits Of A Great Reputation72% of buyers trust reviews as much as personal recommendations- BrightLocal.com Trust!Pre-sold, pre-qualified buyersBetter lead conversionYou can charge more moneyYou can be more selective or exclusiveBuyers give you the benefit of the doubt if others are raving about you</p></li><li><p>Quick Example</p><p>Lawnmower repair</p></li><li><p>How Do You Get Started Creating AReputation MarketingStrategy?</p></li><li><p>What type of online reputation do you have?</p></li><li><p>Whats the cost of having a bad online reputation (or even a lack of reviews)?</p><p>Average dollar value of your transactions$100Number of transactions per year6Number of years a client does business with you5Lifetime value of that client / patient$3000Cost of a having a bad or poor online reputation =4 out of 5 consumers who dont do business with you because of a bad or no reputation(multiply the number of prospects per day/week/month/year)4 x $3000$12,000</p></li><li><p> Provide Great Service! Build A Positive Online Reputation Promote Your Reputation Monitor Your Reputation4 Step Reputation Marketing Strategy</p></li><li><p>Provide Great Service!Focus on providing the basics of great customer service, such as: Reliability Friendliness Great value</p><p> If you dont make this part of your company culture even the best reputation management wont be able to help you in the long term1</p></li><li><p>Build A Positive Online Reputation Claim your online directory listings Proactively ask for reviews Make it easy to write a review2</p></li><li><p>Promote Your Online Reputation Social media sites Company web site or blog Press releases Search results Testimonial videos Marketing &amp; sales process Customer communications3</p></li><li><p>Monitor Your Online Reputation Google alerts Review monitoring Social media mentions Respond to feedback and reviews</p><p>Be engaged! 4</p></li><li><p>This can all be a little overwhelming we understand</p></li><li><p>312Should I offer an incentive to leave a review?How do I ask for a review?Where do I send them to write a review? And whats up with Google &amp; Yelp? and many more!We know youve got questions. For example:</p></li><li><p>But How Do I Get Started?You Want A System That Is:Easy to useEasy to gather reviewsEasy to promote your reviews via social media and around the webS aveY ourS elfT imeE nergyM oney</p></li><li><p>Introducing[Replace with your logo]</p></li><li><p>312Developed in early 2011Systematic approach to reputation and review marketingSuccessfully helping small business clients build and promote their online reputation About our system</p></li><li><p>Lets take a tour </p></li><li><p>It All Starts Here: Your Own Review Engine</p></li><li><p>Did you know?74% of consumers rely on their social networks to guide purchasing decisions</p></li><li><p>Online Reputation Marketing is the New PR &amp; Word of MouthClosing Thoughts </p></li><li><p>Take complaints and bad reviews seriously, not personally</p></li><li><p>Dont leave your online reputation to chance your business is at risk if you do!</p></li><li><p>Questions? </p></li><li><p>Give us a call today!916-415-8625</p><p>To talk with a reputation marketing specialistAre you ready to take control of your#1 asset your reputation? </p></li><li><p>Rebekah Richards</p><p>Jucebox Local Marketing Partnerswww.JuceboxLocalMarketingPartners.com p. 916-415-8625Thank you!</p></li><li><p>QABy default, the review engines are set to immediately publish all reviews that are 3 stars and above. We recommend this for transparency purposes. However, you can choose to moderate the reviews before they go public if you wish. Can I moderate the reviews?Q &amp; A</p></li><li><p>QANo. To maintain the integrity of the review, you cannot edit it. Can I edit the reviews?Q &amp; A</p></li><li><p>QAWe believe that both positive and negative reviews provide valuable feedback for your company. In our system, 1 &amp; 2 star reviews turn into private customer service opportunities between you and the reviewer. However, they do count toward your aggregate rating score as a rating only. What happens to negative reviews?Q &amp; A</p></li><li><p>QAA review ignitor card is a special business card that we use to ask for reviews. We recommend handing them out after working with your clients to ask for a review. It has your review engine web address, and even a QR code so they can scan it with their smart phone and pull up a mobile ready review engine. What is a review ignitor card and what does it look like?Q &amp; A</p></li><li><p>QAYes! Is the review engine mobile friendly?Q &amp; A</p></li><li><p>QANo. There is no way for us to do that. Unfortunately Google has made it harder to leave reviews because a user must have both a Google account and a Google+ acccount. This is why weve made it really simple to leave reviews on our review engine system. Does a review captured in your system automatically post to Google+Local?Q &amp; A</p></li><li><p>QAIt definitely can. Reviews, social mentions, etc. can all have an impact on your search rankings. Depending on your keyword competition, however, you may need to implement additional Local SEO (search engine optimization) strategies to get ranked on the first page of Google. Will this help my rankings in the search engines for my preferred keywords?Q &amp; A</p></li><li><p>QANo! Unlike most other review sites, your review engine is designed to be about YOU, not about us or your competition. Do you list competing companies on my review engine site?Q &amp; A</p><p>*One of my favorite quotes about reputations is by Benjamin Franklin, and it states It takes many good deeds to build a good reputation, and only one bad one to lose it</p><p>*As we get started, we wanted to give you a marketing framework to think about during the rest of our conversation. Its our experience that there are 4 Marketing Rs that every local business like yours should plan for</p><p>Reputation:In this world we live in it is so easy for anybody to write some sort of comment or review online about your business, and it might be either positive or negative, or even true or false. Do you know what over 50% of consumers say is the first thing they do BEFORE they consider doing business with you? If you said Google you you are absolutely correct. They are researching your reputation and what other people are saying about you. Thats why being proactive about your online reputation is the foundational step of all your marketing efforts. </p><p>Reach:The basic idea with Reach is that more people know about your business today than yesterday. What are you doing every day to ensure that this happens?</p><p>Resell:Once youve made all this effort to build a good reputation and reach out to more and more potential customers to grow your business, you want to increase the lifetime revenue that you get from each customer by upselling, crossselling, and reselling. In other words, make it easy to buy from you again and be proactive about it. The classic example here is Do you want fries with that?</p><p>Referrals:If you do all of these things right and doing a great job taking care of your customers, you will have the opportunity to create more buzz about your company and generate more referrals than ever. Youll want to have referral systems in place that makes it easy for your raving fans to spread the word about you. This is what you want positive word-of-mouth marketing its the most effective form of marketing that there is. </p><p>Do these basic concepts make sense to you? Any questions on these at this point? </p><p>Were going to focus this presentation on reputation. </p><p>[Note: For more information on the R4 sales process contact Mike Coochs team at localincomelab.com]</p><p>*Before we dive into Reputation, though lets talk a little bit about how people find your business*We all know that yellow page usage just isnt the same as it used to be. When was the last time you actually used the yellow pages to look up a business? Even if you still use it, the vast majority of consumers, especially below 50, even 40, dont use them. Put yourself in the mind of your consumer the next time you think about your yellow page advertising. *Today, consumers use search engines, social media sites, online directories, and more. *Lets talk about search engines for a minute. One of the things that many people think about when it comes ton marketing online is what we call search engine optimization, or SEO and how to position your company to be found on the search engines.</p><p>And its true that every day people search for your products and services online with what we call Local Intent which means they are looking for local companies to do business. </p><p>-------------------------notes-------------------------------Customize this to your target market. </p><p>You can easily go to Googles Keyword Tool;https://adwords.google.com/select/KeywordToolExternal</p><p>And come up with a list of keywords related to your market. Take a screenshot (we love Jing) and copy and paste the screenshot here. </p><p>The important thing here is to point out some real stats about how many searches are happening in their market. *But here is where it gets interesting. There are really two types of searches when it comes to looking for local businesses.</p><p>A keyword search such as Restaurant + city+state or Dentist + city+state. This has to do with SEO (search engine optimization) and is why you get calls from telemarketers all the time promising in broken english that they can get you #1 on Google </p><p>The second type of search is what we call a Reputation and Referral search. </p><p>This is when youve been either referred by somebody, or theyve seen an ad, a truck, a sign, flyer or something that triggers what happens next. *Do you know what that is? If you said that they Google your company name you are absolutely correct. and what they find is what Google calls the Zero Moment of Truth.</p><p>*Let me ask you a question:</p><p>Have you ever checked out reviews of a restaurant prior to going out to dinner with friends or family?</p><p>How about hotels prior to taking a trip?</p><p>*You can customize this to your target market*Lets look at some real life examples of negative online reviews. Could this happen to you? </p><p>Find some examples in your target market .. But Always block out identifiable information. **Or this one Just plain stupid. Nothing more to say. The interesting thing about this review is that it was posted online 2 years ago, and up until very recently the business owner had no idea that this review even existed. Imagine his surprise when he saw it for the first time. **Why is reputation marketing so important and vital to every business? Id like to share some statistics with you*Listen, we know that you work hard every day in your business. We also know that your reputation is your #1 asset and the online marketing paradigm has shifted again. Most of your competitors dont know this yet .. So now is the time to take charge of your online reputation</p><p>I cant stress how important it is to not leave this to chance like so many of your competitors are doing. *Customize the screen shots for your target market </p><p>(Again, we use Jing it is a great tool!)*Heres why consumers love reviews;</p><p>It saves them timeIt gives them peace of mind, and It saves them money</p><p>By having positive reviews, when youve been referred to a prospect and they see those reviews, it reinforces the referral and shows your prospect that you are the right choice for them. *Have a great reputation has a lot of benefits to you as a business;</p><p>It builds trust It can drive pre-sold, pre-qualified buyers to your doorIt converts your referrals and leads because you have built the trustYou can charge more money and be more selective about the business you take on when you have a great online reputationBuyers even tend do give you the benefit of the doubt if they have a less than stellar experience because everybody else is raving about you! This is a crazy phenomenon but true. They might be thinking in their head Well, everybody else really likes em they must just be having an off day </p><p>Online reviews are almost as powerful as a personal recommendation from a friend. *Let me share a quick example with you of how important online reviews are and how they can work the opposite way as well. </p><p>A friend of mine was relaying the story of how he was looking for a lawnmower repair shop. His lawnmower was broken and he needed to get it fixed. He asked around at the hospital that he worked at and one name kept popping up as a referral. </p><p>So, he did what MOST people do and Googled them. But, instead of having a great online reputation, which would have confirmed the referrals they had a BAD online reputation! He did not like what he saw at all. So instead of trusting the referrals of his friends and co-workers he trusted reviews of complete strangers and kept looking until he found a shop that had great reviews. He took his business there and was ve...</p></li></ul>